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Baby Bottles 25/10/2011 Ecoute Violences Conjugales 19/11/2010 AltaRiva 19/02/2010 Satanas communicates on behalf of the CCAI 28/01/2010


Satanas against conjugal violence 
On the initiative of the French Community, Wallonia and the French Community Commission, Satanas has developed a campaign based on a legendary love song that everyone knows, as performed by the Belgian singer Maurane: L’Un pour l’Autre.
In order to get its point across to viewers, the television ad plays on the stark contrast between this superb song, performed simply against a dark background, and sounds evoking conjugal violence against a blurred background. This mismatch, so uncharacteristic of an advertisement, hits home with its simplicity and illustrates the unconscious ideas which are so common: ‘I’m violent because I love you so much’ and ‘I’ll put up with anything because I love you’. For shock value at the end of the ad, a woman’s face appears in colour with a heart-shaped black eye. This hard-hitting image contrasts with the black and white of the previous images and is supported by the hook line ‘Ne restez pas dans l’ombre’ (‘Don’t stay in the shadows’).
The final signature line urges victims, witnesses and perpetrators of violence to call the free phone line “Ecoute Violences Conjugales” on 0800 30 030. The TV campaign is supported by a radio ad and coverage of public transport by means of posters in railway and metro stations and on buses and trams.

www.ecouteviolencesconjugales.be
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